Alicia Enciso, presidenta de la división de Bebidas de Nestlé
Alicia Enciso, President of the Beverage Division at Nestlé gave a talk called Dale la vuelta a la tortilla (Turn around the tortilla) on the second day of ANA’s Multicultural Marketing conference. She showed the strategies they have used to leverage the great opportunity of growth they have in the Hispanic market. “When we saw the figures of growth we decided to take advantage of the opportunity and make a great strategic change, not a tactical effort. When speeding up the Hispanic preferences for our brands, we saw that we could grow 17%, and opportunity of US$800 million” she explained. “We went through an aggressive transformation. Committing from top management levels to budgets, with a brave creativity and leadership.” Nescafé is one of their brands dedicated to Hispanics. They developed a strategy that expresses current values of this community. With Nesquik they also have achieved great results in the Latino community. The campaign in which 8 years old Ana Sofia, directed a commercial had more than 88 million interactions. Coffee Milk, with the Joel Hubbard campaign is an example of a very successful total market strategy. “Dare to turn around the tortilla, is an opportunity of more than US$800 million. We’ve worked with Casanova, and they have been incredible in helping us speed up growth in the Hispanic market. We’re passionate about the market we talk to, and clearly we will reach that figure in 2020” she said. “Our agencies’ ecosystem is very integrated. We invest a lot in it to maximize the result and capitalize ideas that come from each team.”
